Bing Decode Jay Z Case Study

Rapper Jay-Z’s new memoir Decoded, set to be released on November 16th, turns reading back into a game for adults with a new campaign sponsored by Bing and headed by New York ad agency Droga5.

Not relying on traditional marketing, pages from the book will be printed in secret locations “…printed in one instance on the bottom of a hotel swimming pool, in another on the lining of jackets in a store display window, and in another on the felt of pool tables in a pool hall,” said David Droga, creative chairman of Droga5 to The New York Times. This epic scavenger hunt will take place as much online as it will in the real world. As of Monday Bing launched interactive 3D maps that allow users to search the streets of New York, L.A., New Orleans, Miami, London (all cities mentioned in the book) and more, looking for clues. These maps will have a “proximity meter” that indicates if you’re getting closer. Clues found, online or IRL, can be used to discover pages which players can lay claim to in order to win prizes. Up for grabs are signed copies of the book, the grand prizing being a trip to Las Vegas to see Jay-Z and Coldplay at a New Year’s Eve concert. There will be over 300 hidden pages in 600 placements in 15 worldwide and web locations, according to Jay-Z’s website. The grand notion is to have players find, “decode” and assemble the book together online before its release date.

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